The NEXT CX & Engagement Summit, held in Vienna on November 21st and 22nd, emerged as a pivotal event redefining pharmaceutical engagement strategies. The summit delved into the forefront of Pharma's evolution, emphasizing the imperative of authentic and meaningful Customer Experience (CX) and Engagement. This conference brought together industry leaders, experts, and innovators to delve into the next frontier of pharmaceuticals: creating unified, personalized customer experiences. Throughout the two-day event, a series of keynote speeches and sessions took center stage, offering profound insights into the future of the pharmaceutical landscape. These sessions were designed to address the pressing question of what lies ahead in the pharma industry, emphasizing the importance of evolving customer experiences and engagement strategies.